How do you promote dental implants? Where do you start dental implant marketing? What demographics do you go after? How do you frame your message? All this and more in our newest episode of Dental Marketing Mastery.
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- Where to start
- Educational vignettes
- Benefit-based marketing
- Who are my captive audiences?
- Which statistics to measure before creating your campaign
- Combining implant niche with other niches
- Managing patient conceptions
- Managing the flow of new cases
- Organic growth from existing patient base
- Practice marketable attributes that help dental implant marketing
- Marketing channels based on area
- The amount to spend on niche marketing
Hello, and welcome once again to the Dental Marketing Mastery series. This podcast is brought to you by DentalWebContent.com and New Patients Incorporated. I’m Howie Horrocks, the Founder of New Patients Incorporated, along with me once again, as my friend and partner and the President of New Patients Incorporated, Mark Dilatush.
Howie: Welcome everybody once again to our Dental Mastery Marketing Podcast Series. Hey, Mark, how you doing on your end?
Mark: I’m doing fine. Thank you, sir.
Mark: How are things in Las Vegas?
Howie: Oh, damp. Oddly enough.
Howie: Yeah, we’ve had a little rain lately.
Mark: Well, it’ll wash all the dust out of the air?
Howie: Well, it does temporarily. It’s I’m not complaining
Mark: For about an hour, right?
Howie: It’s one of those periods where you don’t dare go get your car washed because you know, it’ll sprinkle or something and then.
Mark: I know my, my daughter, actually, and her and her fiancé are out there, and they run I don’t know, eight or nine of those locations.
Mark: And they laugh every time it rains because there’s this gigantic line of cars outside the carwash. It’s amazing, because there’s so much dust, but you don’t even see it until it rains. And then, you know, anyway, that’s not what this podcast is about. What is this podcast about?
Howie: I think it’s a plot. Anyway, the podcast today is about picture yourself. If you’re a dentist out there listening to this, saying, “I want to promote implants. Where do I start dental implant marketing?”
Mark: Right, where do I start? Well, and we get this, that’s this is probably the most requested niche. I don’t know it’s pretty close with Invisalign, sleep apnea, and six-month smiles, I’m going to say they’re all pretty. That’s they’re probably pretty well even evened out, as far as dentists requesting our help to market these niches.
Howie: Yeah, or FMRs. You know, right, big cases, sexy stuff, you know, fun stuff.
Mark: Right. Um, I think the difference with implants is, well, not I think, I know that there is at least one very large, fairly well funded corporate entity that’s out there doing just implants just dental implant marketing. And I also know that the specialists are either individually trying to go direct to consumer without going through the GP, or consolidating into little groups, and trying to go direct to the consumer, without going to the GP. So obviously, there must be some money in implants, you would think right?
Howie: Probably a couple of nickels or something.
Mark: Couple of nickels. Okay, so. If you’re a general dentist, or if you’re a specialist, actually we’re going to come at this as a general dentist, and then we’ll add the specialist on the on the back end. Okay, so we’re going to take this as you’re a general dentist, and you’ve completed your courses and you feel confident you’ve done your 11, 12, 15 test cases with the instructor. And you’re good to go. And you want simply to do more implants in your private practice. How do you do that? Well, the first place you always go whenever you add a niche is you always go to your existing patients.
So a series of short, purposely short, vignettes educating them about the benefits of implants for them, not benefits to you the dentist, benefits to them. And there aren’t many with dental implants. Like Howie, what are some of the benefits of dental implants?
Howie: Well, the most obvious is you can replace missing teeth. And, and that’s the big one, and then you can anchor denture, so they won’t slip you’ve got great usage for implants there. And the thing that that I always liked, I think dentists should actually focus on dental implant marketing more often is that it’s, you know, when you get a prosthetic device, like an a glass eye or, you know, you know, other limb it, it’s unreasonable to expect to be able to see out of the glass eye, right? With implants they function exactly and they look exactly like real teeth. Huge benefit. People don’t want to get, you know, spend all this money at the dentist. And come out and have quote/unquote, “fake looking teeth.” They’ve got to be real. Right.
Howie: So implants are fabulous for all of the above.
Mark: Yeah, and another benefit is you can really fix, Hell, two generations worth of neglect.
Howie: Yeah, yeah.
Mark: In a short period of time. Right?
Mark: With implants and implants can also No, no, for the listening audience we’re giving you ideas. Like we don’t work with ideas. We work with statistics, but we’re giving you where the where the statistics came from. The statistics always come from ideas. you implement the ideas using your testing budget, you statistically track the response of these, the other results. And any ideas either take the shape of something that works or if they take the shape of something that does. So what we’re about to say is, these are more than ideas.
The benefits of dental implants can be combined with other niches. This is where it might get a little confusing. It’s also where it would become a marketing opportunity for you if you choose the right media type for dental implant marketing. So what else can we combine implants with? What do you think Howie? Maybe same day dentistry?
Howie: Oh, yeah.
Mark: Okay, cam, right?
Mark: How about something like I know, there’s a company out there that has a courses on facelift dentures could certainly be combined with it. Couldn’t it also be combined with sedation?
Mark: Yes, it could, right. Okay. So when we just focus on the implant niche, we don’t want the audience to sit there and say, Okay, I’m just going to list out like, if I’m doing my own ad, I’m just going to list out the two benefits that Mark and Howie talked about. Because if you have or possess these other things, you can actually combine them to create eight or ten benefits of dental implants, you don’t have to settle on the top two or three.
That’s my, that’s my point. If you do sedation, and you have, you know, a car wreck or something similar in your office. And in your I mean, there’s three of them, that are combined to create a wonderful benefit for the patient, which is, “hey, come in with a jacked up, smile one day leave with a whole new set of teeth.” And like Howie said, these aren’t just fake teeth. These are, you know, they’re going to look and act just like natural teeth. Right?
Howie: Yeah, huge benefit.
Mark: Huge benefit, okay, so. So what you do is you line up all the ways that all the benefits to dental implants, you can’t just think of the obvious, you have to think of the combinations. You list them all out. You write about them. And then you slowly leak these into your existing patient base, we have so many dentists who call us. I can’t remember the last dentist that called us that said they wanted to promote dental implants, and said, “yes, I’ve already tried to promote it to my existing patient base.”
Howie: Yeah, no.
Mark: They I always forget that.
Mark: And we’re going to tell you doctors out there, look, these are the least expensive, most likely human beings to, to benefit to become implant patients.
Howie: Oh, yeah.
Mark: They’re your existing patients and the moms and dads of your existing patients.
Howie: Right? They, they know you, they trust you, they’ve already given you money. And they know where you work, and you know where they live. So it’s an audience this, that’s you’ve already overcome the trust barrier, and.
Howie: Now, they probably don’t even know that you do implants, or they don’t know what else you can do for them. You know, they only know what you did on them.
Howie: So it’s a great audience.
Mark: Yeah, and there’s a whole bunch of other reasons if, if, if my own personal dentist is any indication and probably the other 15 to 20 dentists that I’ve watched go through this exciting learning curve and advancement in their CEs to being able to provide dental implants in their offices, they all would like to be able to select their cases, when they first begin without very much stress, and the best and easiest people for you to work with, to give you the least stress. Are you existing patients. You already know them.
Mark: Okay. Whereas if I bring in a new patient right now, and they’re a little bit intimidated by you. Or maybe you’re even intimidated by them. You might not feel as comfortable doing your sixth implants on a human being. Okay.
Mark: With someone you’ve never met, never experienced, don’t know that don’t know him from you know, from Adam. Right? Almost every dentist that I’ve ever witnessed go through this transition of providing implants always wanted to take it slow, take it one step at a time, add an additional degree of difficulty with each subsequent patient that walks through the door really appreciated the easy ones, right? They’ve got like a two by four as a bone ridge, right? You can drill anything into it? Right? So, um, so anyway, for those reasons your existing patients are absolutely your number one, you’re number one on your list.
And the way you reach out to them, you just, you can reach out to him through your patient communicator, we have Crusader Plus, you can send them a little email blurb about one of the benefits of dental implants at a time. If you have seven or eight benefits of dental implants, then you can do send them that like maybe once a quarter. Yeah, I mean, you have two years worth of scheduled promotion to your existing patient base. And if you’re doing it right, you know, you can put the link for your online dental appointment scheduling widget for an implant consult, you can tell your existing patient, “hey, if you’re not a candidate, you know, your mom or your dad or you know, somebody else, you know, might be a candidate pass this along.
And that’s another way that you can start to generate a little organic growth from your existing patient base. So yeah, so that’s the first step. The first step is is or that’s not the first step that the first place you go to spread the word is always going to be your existing patient base. Now, how else can you do that? I mean, you can do that with a silent, did you know loop on a flat screen on your wall and your reception room.
Howie: And then we’ll tell you about that when we come right back.
Mark: There you go.
Howie: Don’t go away.
Hello, everybody. This is Howie Horrocks and along with me is Mark Dilatush president of New Patients Incorporated. How you doing Mark? Hey, Howie, how are you? This is the part of the podcast where we get to brag about our company. Yay. So sometimes it gets lost in all these podcasts. What New Patients Incorporated actually does. We have, I don’t know, how many podcasts 75, 80. One a week for well over a year. And all of you listen to these a half hour at a time and it you might lose sight of what we do. So here’s the short answer. We do everything we’re talking about in these podcasts on behalf of our clients.
Okay, we do the podcasts are there for our clients of course just so they understand what the heck we’re doing. But also for the doctors who are do it yourselfers. If you’re not a do it yourselfer, and you want someone to do this for you, New Patients Inc dot com there’s an icon in the dead center at the top of our homepage where you can get a complimentary marketing plan, a series of questions will need to be completed. And once you complete that, we will analyze your market area, develop a marketing plan and get on the phone with you discuss all the sections of the marketing plan just to make sure you understand a couple of things, what you’re up against, what your expectations should be, and what Mark and Howie would do if we owned your dental practice.
Howie: Alright, we are back. Mark was just about to explain this did you, did you know.
Mark: Yeah, the did you, yeah the did you know reception room loops are, they’re not all about dental implants, obviously. I mean, some of the did you knows have nothing to do with clinical dentistry whatsoever could be did you know we have Wi-Fi? Right? Doesn’t have to be. You know, here’s the pass code, right? Doesn’t have to be about you know, dentistry but the point is, is that you have nearly endless ways to subliminally suggest the benefits of implants. And overtly if you’re going to send them an email with a benefit of implants on it with your online dental appointment scheduling widget attached.
Um there’s a ways to do that very inexpensively almost zero dollars and to do it systematically and to do it in such a way that you know, you’re not spamming your existing patients you’re not overloading them with information you’re not sending them a two page newsletter the benefits of implants that they’ll never read. You’re just giving your spoon feeding them the interest and to be honest with you that’s how most that dentists that start implants would like to be spoon fed patients too.
Okay, so anyway so once you get through the existing patient base well sooner or later you’re going to start to feel like I want more implants, I want more patients I want more people with these weird problems and they have sinuses that are you know, so close to the site that I’m feeling kind of nervous about even doing an implant right so now, now we have these, now we now we want to go direct to consumer. So how do you go to direct to consumer?
Well, there’s, there’s multiple ways just like everything else you go to direct to consumer with, there’s multiple ways to do it. Our job is to minimize your risk. Our job with these podcasts is to report back to you the statistical facts of promoting through certain media types. And what to expect, in return. Many of those expectations are worn are, are muted by the competitive makeup of the market you’re in, and where the dentists around you are spending their money.
So let’s just say you’re John Q Dentist, or Jane Q Dentist, dentist from Middle America somewhere in the dead center of the country. And you have an average everything practice and you said geez Mark, I just took my courses, I want to start with dental implants and I have already exhausted all of my existing patients, I don’t think I’m going to get any more cases from them. If so, it’ll only be 5 or 10 cases a year. I want more cases I want whatever, 30, 30 a year, 40 a year, whatever the number is. If you have a combination of marketable attributes that also work with implants, for instance, replacing missing teeth, obvious benefit anchoring dentures or no, dentures that will never slip, obvious benefit.
Combining that with sedation, combining that with same day dentistry and you start to mutate, you start to take this, this piece, and you start to create combinations that create wonderful benefits to the recipient.
You may actually want to do what we call, is this a senior mailer where you can just segment the population by income, geography, marketability index, credit worthiness and age. And deliver these 5, 6, 7 marketable attributes in their hands three or four times a year. Hook a tracking number on it, let’s make sure it’s working, do the cross reference, that should begin to get you your cases, if you’re in a market.
Now, let me back up with one step with the mail, you don’t have to be the price leader. So in other words, there’s plenty of implant markets in the US where they’re already selling them for 1395. So there’s obviously there’s dentists that are out there that are using an entry level price to generate calls or generate appointments or, and patients, if you want to play in that sandbox, then we would likely go to our AdWords department. And we would, we would, we would tell you that nobody does it as well as we do and we would put a certain amount of money on the streets, as it pertains to dental implants.
And of course, you do the same thing, you watch it, you tweak it, you manipulate it and you structure it, so that all the things that are stopping these patients from coming in are removed. Every opportunity for them to become a new patient or an implant consult are implemented. And so there’s two ways you can go, if you’re going to go direct to consumer, the two most popular ways would be senior mail, or a Google AdWords campaign.
Now, there’s a third, which is actually both of those, we have had people call us and say, “Okay, I want to 15, 20 more cases.” Or whatever the number was. And once you get it running and you track the results, you can always just lower or raise the volume to generate what it is the doctor asks you for. Um, in some markets, you would, you can do both. And it wouldn’t be a rural market like a rural market, you will wouldn’t do Google AdWords, you would just use mail. But if it’s closer to a suburban or even urban center, then you would could absolutely see yourself doing both of those.
And I want to make sure everybody’s aware that you have to balance this off with the overall health of the rest of your practice, because we’ve seen this in the past to Dr. GP you know, probably in his early 50s. You know, kind of tired of the bread and butter and then normal daily grind, no pun intended and, you know, they want to reach out. They want to do more things they want to you know, expand their scope of dentistry. Some people go into Invisalign, some people go into Six Month Smiles, some people go into sleep apnea, and some dentists go into implants, some in some dentists go into all that stuff. Right?
Mark: So they get to the certain point. And they what they end up doing is actually a mistake is they end up over allocating the majority of their budget toward that little niche that they’re trying to expand upon. And that’s almost never the right thing to do. The only time you would do that is if your family practice, the family side of your practice was doing great. Just humming along, growing organically, difficult if not impossible for a new patient to find an appointment within eight days. And pretty well self sustaining. Yeah, if that’s the case, go ahead. Yeah.
Howie: Or outsource to your associate all of the family side of the dental practice.
Mark: Right. Right.
Howie: The associate yeah, that’s another instance.
Mark: Whatever, whatever your capacity is, if it’s maxed and you have some marketing budget leftover the niches are 90% of the time where you want to go.
Mark: Um, I hope that makes sense to, because we get this question all the time, dental implants, dental implants, or Invisalign, Invisalign, six month smiles, six month smiles, people are asking us all the time. And many times if they don’t reach out to us initially to get counsel. They end up over allocating, getting their 15 or 20 implant cases. Meanwhile, the next thing they say is my hygiene is dead. Wow, you let your hygiene die, because you don’t have any new patients coming in except for your Invisalign cases. Right. So it’s a balance, it’s not it’s never either or it’s – it’s usually both.
Howie: Alright, then. That concludes today’s podcast. We’re very happy to have you out there in the audience. And please tune in again next time. Bye now.
We hope you’ve enjoyed our podcast today. You can find more podcasts on our YouTube channel, on Stitcher and iTunes, also on our websites, dentalwebcontent.com and newpatientsinc.com.